台灣螺絲業之策略行銷分析 - 以淳康國際為例

螺絲扣件為「工業之米」，而台灣素有螺絲王國之美譽，每年為台灣創造四十餘億美金的外匯收入。然而，風光一度的台灣螺絲扣件業也面臨了轉型的困境。個案公司為台灣螺絲扣件業中的ㄧ中小型企業，從早期的出口螺絲貿易，到自行設廠接單生產，二十年來經歷了產業物換星移的變化，產品利潤由高而低，產業競爭由內而外，生產佈局也由台灣轉向海外。為了生存，也為了擺脫低價競爭，個案公司選擇做產業升級與產品創新，以延續企業的生命力並提升競爭能力。透過策略行銷4C架構對個案公司之分析結果，我們發現，如何為顧客降低交易成本，提升買者效益，對於企業的競爭力至關重要。而要維持企業之競爭力與建立起企業本身之核心能耐，則需企業積極投入研發、創新，進行產業轉型或升級，在行銷方面則要試著解決顧客痛點，取得客戶信任，進一步的讓客戶對於企業產品產生更多的專屬陷入成本連結，以增加買者的轉換成本。此外品牌與通路之建立，對於企業競爭力之延伸有著關鍵性的影響，如何運用行銷策略4C架構為企業制訂行銷策略，開發國際市場，建立品牌形象，以跳脫國際銷售通路受壟斷而需陷於低價競爭的窘境。誠如台積電前董事長張忠謀所言: 「總經理最重要的是學習銷售與行銷（Sales & Marketing）、為產品定價，並具備領導力和經營策略。」可見如何制訂適合企業本身的行銷策略，與如何為產品訂價是企業所要努力的方向。期望本研究的結果，可以為激烈競爭環境下的各種產業，提供一個可以指引企業建立行銷策略，找到自己的核心競爭力，以提升產品附加價值，並試著建立起自己品牌之路的方向。

關鍵字

策略行銷4C ；交易成本；核心能耐； SWOT分析；五力分析

並列摘要

Fasteners are "the rice of industry", and Taiwan is known as the kingdom of screws, which generates more than four billion US dollars in foreign exchange income for Taiwan every year. However, the once-fascinating Taiwan fastener industry is also facing the dilemma of transformation. The company in the case is a small and medium-sized enterprise in the fastener industry in Taiwan. From the early screw trading to the establishment of its own factory to take orders, it has experienced changes in the industry for the past two decades. Product profits have changed from high to low, and industrial competition has changed inside out, the production layout has also shifted from Taiwan to overseas. In order to survive and to get rid of low-price competition, the individual company chooses to do industrial upgrades and product innovations in order to extend the vitality of the company and enhance its competitiveness. Based on the results of the analysis of the case company based on the 4C framework of strategic marketing, we found that how to reduce transaction costs for customers and improve buyer benefits is crucial to the competitiveness of enterprises. To maintain the competitiveness of an enterprise and build up its core competence, the enterprise needs to actively invest in R&D, innovation, industrial transformation or upgrading, and in terms of marketing, it must try to solve customer pain points, gain customer trust, and make further progress. Customers generate more exclusive cost links for enterprise products to increase buyers’ switching costs. In addition, the establishment of brands and channels has a key impact on the extension of enterprise competitiveness. How to use the 4C framework of marketing strategies to formulate marketing strategies for companies, develop international markets, and establish brand images, so as to escape the monopoly of international sales channels and the dilemma of low-price competition. As Moriss Chang, the former chairman of TSMC, said: "The most important thing for a general manager is to learn Sales & Marketing, set prices for products, and have leadership and business strategies." It can be seen how to formulate a marketing strategy that suits the company itself and how to set prices for products is the direction that companies must strive for. It is hoped that the results of this research can provide a direction that can guide companies to establish marketing strategies for various industries in a fiercely competitive environment to find their core competitiveness, enhance the added value of products, and try to establish their own brand.